Table of Contents
Overview
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- What you need to know
- Products covered in this Report
- Excluded
Executive Summary
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- The market
- Weather dependency starts to diminish
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- Figure 1: Best- and worst-case forecast for retail value sales of mass-market suncare products, 2012-22
- Companies and brands
- Protection triumphs while tanning holds on
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- Figure 2: UK brand shares in value sales of mass-market sun protection and aftersun, year ending September 2017
- Figure 3: UK brand shares in value sales of mass-market self-tanning, year ending September 2017
- Innovation fails to excite
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- Figure 4: New product development in the suncare category, by launch type, January 2014-October 2017
- A change in campaign strategy
- In brands we trust
- The consumer
- Old habits die hard
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- Figure 5: Sun protection and aftersun products used in the last 12 months, September 2017
- Simple signposts
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- Figure 6: Attitudes towards sun protection products, September 2017
- Women have tanning traditions
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- Figure 7: Sunless tanning products/services used in the last 12 months, September 2017
- All about results
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- Figure 8: Factors when choosing self-tanning products, September 2017
- Show me the value
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- Figure 9: Suncare correspondence analysis, September 2017
- Claims over names
- What we think
Issues and Insights
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- Sun protection becomes consumer-led
- The facts
- The implications
- Ensuring aftersun usage
- The facts
- The implications
- Tanning loses focus
- The facts
- The implications
The Market – What You Need to Know
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- Weather dependency starts to diminish
- Sun protection grows the market
- A value race in the retailers
- Natural tanning affects both markets
Market Size and Forecast
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- Everyday suncare important for the future
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- Figure 10: Value sales of mass-market suncare products, 2012-22
- Steady growth expected to 2022
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- Figure 11: Best- and worst-case forecast for retail value sales of mass-market suncare products, 2012-22
- Forecast methodology
Market Segmentation
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- Sun protection leads category growth
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- Figure 12: UK retail value sales of mass-market suncare products, by segment, 2016-17 (est)
Channels to Market
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- Own-label reputation strengthens
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- Figure 13: UK retail value sales of mass-market suncare products, by outlet type, 2016-17 (est)
Market Drivers
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- Sunshine hours
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- Figure 14: Total number of sunshine hours per season, 2014-17
- Brexit pushes holidaymakers to hotter destinations
- Population changes
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- Figure 15: Trends in age structure of the UK population, by gender, 2012-22
- SPF benefits in other products
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- Figure 16: Agreement with the statement “Moisturisers that contain SPF are as effective as using a separate SPF product”, by age, March 2017
- Women create glow with make-up
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- Figure 17: Buying base make-up, May 2016 and March 2017
Companies and Brands – What You Need to Know
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- Protection triumphs while tanning holds on
- Innovation fails to excite
- A change in campaign strategy
- In brands we trust
Market Share
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- Increased usage boosts sun protection brands
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- Figure 18: UK retail value sales of mass-market sun protection and aftersun products, by brand, years ending September 2016 and 2017
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- Figure 19: Hawaiian Tropic Exotic Coconut After Sun Body Butter, 2017
- Few successful self-tan brands
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- Figure 20: UK retail value sales of mass-market self-tan products, by brand, years ending September 2016 and 2017
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- Figure 21: St Moriz Baywatch tan competition, June 2017
Launch Activity and Innovation
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- Suncare innovation fails to excite
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- Figure 22: New product development in the suncare category, by launch type, January 2014-October 2017
- Figure 23: New product development in the suncare category, by sub-category, January 2014-October 2017
- Sun protection goes premium
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- Figure 24: New product development in the sun protection/aftersun sub-categories, by price positioning, January 2014-October 2017
- Figure 25: New product development in the UK sun protection/aftersun sub-categories, by ultimate company, 2016
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- Figure 26: Beiersdorf sun protection roll-on launches under the NIVEA Sun brand, 2016
- Convenience is king
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- Figure 27: Top fastest-growing and fastest-declining claims in the UK sun protection and aftersun sub-categories, 2015-16
- Figure 28: Prestige sun protection/aftersun product launches with anti-ageing claims, 2016-17
- Self-tan becomes more accessible
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- Figure 29: New product development in the self-tanning sub-category, by price positioning, January 2014-October 2017
- Figure 30: New product development in the UK self-tanning sub-category, by ultimate company, 2016
- Figure 31: Ferne Beauty self-tan launches, 2016
- Not just a tan
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- Figure 32: Top fastest-growing and fastest-declining claims in the UK self-tanning sub-category, 2015-16
- Figure 33: Self-tan mask launches with ease of use claims, 2016-17
Advertising and Marketing Activity
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- Advertisers give digital a chance
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- Figure 34: Total recorded above-the-line, online display and direct mail advertising expenditure on suncare, January 2014-October 2017
- Figure 35: Total above-the-line, online display and direct mail advertising expenditure on suncare, by media type, January 2014-October 2017
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- Figure 36: Total recorded above-the-line, online display and direct mail advertising expenditure on suncare, by quarter, January 2014-October 2017
- Aftersun and self-tanning see increased investment
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- Figure 37: Total recorded above-the-line, online display and direct mail advertising expenditure on suncare, by segment, January 2014-October 2017
- Safety messages versus fun in the sun
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- Figure 38: Total recorded above-the-line, online display and direct mail advertising expenditure on suncare, by ultimate company and other, 2016
- Figure 39: TV campaigns from Soleve and NIVEA Sun, 2016
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- Figure 40: Garnier Ambre Solaire Kids advertising, 2016
- Nielsen Ad Intel coverage
Brand Research
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- Brand map
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- Figure 41: Attitudes towards and usage of selected brands, November 2017
- Key brand metrics
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- Figure 42: Key metrics for selected brands, November 2017
- Brand attitudes: opportunity for suncare that champions health and wellbeing
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- Figure 43: Attitudes, by brand, November 2017
- Brand personality: self-tan brands seen as less accessible than protection brands
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- Figure 44: Brand personality – Macro image, November 2017
- No suncare brands considered especially innovative
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- Figure 45: Brand personality – Micro image, November 2017
- Brand analysis
- NIVEA Sun is the most trusted and accessible
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- Figure 46: User profile of NIVEA Sun, November 2017
- Garnier Ambre Solaire is trusted, but not a favourite brand
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- Figure 47: User profile of Garnier Ambre Solaire, November 2017
- Although fun and youthful, Rimmel lacks deeper connection
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- Figure 48: User profile of Rimmel, November 2017
- St Tropez’s glamorous and exclusive image has shoppers willing to pay more
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- Figure 49: User profile of St Tropez, November 2017
- Skinny Tan has a quirky image
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- Figure 50: User profile of Skinny Tan, November 2017
- Superdrug Solait still considered basic, despite summer marketing push
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- Figure 51: User profile of Superdrug Solait, November 2017
The Consumer – What You Need to Know
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- Old habits die hard
- Simple signposts
- Women have tanning traditions
- All about results
- Show me the value
- Claims over names
Usage of Sun Protection and Aftersun Products
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- Little experimentation with formats
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- Figure 52: Sun protection and aftersun products used in the last 12 months, September 2017
- Education for the older consumer
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- Figure 53: Sun protection and aftersun products used in the last 12 months, by age, September 2017
- Aftersun is an afterthought
- Men less engaged with sun protection factors
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- Figure 54: Sun protection levels used in the last 12 months, by gender, September 2017
Attitudes towards Sun Protection and Aftersun
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- Cloudy with a chance of sunscreen
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- Figure 55: Attitudes towards sun protection products, September 2017
- Aftersun not yet a necessity
- A little help
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- Figure 56: Klenskin in-shower sunscreen products, 2017
Usage of Sunless Tanning Products
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- Self-tanning usage remains low
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- Figure 57: Sunless tanning products/services used in the last 12 months, September 2017
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- Figure 58: Self-tanning products/services used in the last 12 months – females, by age, September 2017
- Women stick with formats they know
Choice Factors in Self-tanning
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- Results don’t rely on brand
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- Figure 59: Factors when choosing self-tanning products, September 2017
- No artificials
Perceptions of Suncare Products
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- Aftersun differentiation
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- Figure 60: Suncare correspondence analysis, September 2017
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- Figure 61: Perceptions of suncare products, September 2017
- The price of protection
- Non-use of tanning skews views
Buying Suncare Products
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- Product details are important
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- Figure 62: Heat map of areas of importance when buying a sun protection product, July 2017
- Beliefs on water resistance
- What’s in a brand name?
Appendix – Data Sources, Abbreviations and Supporting Information
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- Abbreviations
- Consumer research methodology
- Correspondence analysis methodology
- Forecast methodology
Appendix – Buying Suncare Products
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- Figure 63: Areas of importance when buying a sun protection product, July 2017
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